T H E P O W E R O F H A B I T DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd ii 1100//1177//1111 1122::0011 PPMM DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd iiii 1100//1177//1111 1122::0011 PPMM T H E P O W E R O F H A B I T Why We Do What We Do and How to Change It C H A R L E S D U H I G G e Random House New York DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd iiiiii 1100//1177//1111 1122::0011 PPMM This is a work of nonfi ction. Nonetheless, some names and personal characteristics of individuals or events have been changed in order to disguise identities. Any result- ing resemblance to persons living or dead is entirely coincidental and unintentional. Copyright © 2012 by Charles Duhigg All rights reserved. Published in the United States by Random House, an imprint of The Random House Publishing Group, a division of Random House, Inc., New York. RANDOM HOUSE and colophon are registered trademarks of Random House, Inc. ISBN 978-1-4000-6928-6 eBook ISBN 978-0-679-60385-6 Printed in the United States of America on acid-free paper Illustrations by Anton Ioukhnovets www.atrandom.com 2 4 6 8 9 7 5 3 1 First Edition Book design by Liz Cosgrove DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd iivv 1100//1177//1111 1122::0011 PPMM To Oliver, John Harry, John and Doris, and, everlastingly, to Liz DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd vv 1100//1177//1111 1122::0011 PPMM DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd vvii 1100//1177//1111 1122::0011 PPMM CONTENTS PROLOGUE The Habit Cure xi ● ● ● PART ONE The Habits of Individuals 1. THE HABIT LOOP How Habits Work 3 2. THE CRAVING BRAIN How to Create New Habits 31 3. THE GOLDEN RULE OF HABIT CHANGE Why Transformation Occurs 60 ● ● ● PART TWO The Habits of Successful Organizations 4. KEYSTONE HABITS, OR THE BALLAD OF PAUL O’NEILL Which Habits Matter Most 97 DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd vviiii 1100//1177//1111 1122::0011 PPMM ● viii Contents 5. STARBUCKS AND THE HABIT OF SUCCESS When Willpower Becomes Automatic 127 6. THE POWER OF A CRISIS How Leaders Create Habits Through Accident and Design 154 7. HOW TARGET KNOWS WHAT YOU WANT BEFORE YOU DO When Companies Predict (and Manipulate) Habits 182 ● ● ● PART THREE The Habits of Societies 8. SADDLEBACK CHURCH AND THE MONTGOMERY BUS BOYCOTT How Movements Happen 215 9. THE NEUROLOGY OF FREE WILL Are We Responsible for Our Habits? 245 ● ● ● APPENDIX A Reader’s Guide to Using These Ideas 275 Acknowledgments 287 A Note on Sources 291 Notes 293 Index 355 DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd vviiiiii 1100//1177//1111 1122::0011 PPMM T H E P O W E R O F H A B I T DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd iixx 1100//1177//1111 1122::0011 PPMM DDuuhhii__99778811440000006699228866__22pp__aallll__rr11..jj..iinndddd xx 1100//1177//1111 1122::0011 PPMM